The decision
A retailer surveys 300 loyalty members and 72% say they would use a “fast, convenient pickup service.” A real ₹30 pickup pilot in two stores converts 18 of 200 eligible customers.
What explains the discrepancy and how should demand be re-estimated?
Worked solution
Reveal the visual and solution
- Flag coverage bias, leading wording and the absence of a price or time window. Treat the 63-point difference as a comparison of different measures, not a causal estimate.
- Recruit members and non-members across dayparts. Ask about actual collection time, then offer a specific slot and fee with a no-purchase response.
- Track booking and completion separately. Repeat in more stores to see whether the 9% observed rate reflects site access, the fee or genuine demand.